AP Jewellers conducts basic childcare session for mothers in-store

This activity will last for about 5-7 hours inside the showroom, giving the customers important healthcare tips

Ahmedabad: An important aspect of customer engagement is after-sales service. Every jeweller with access to an ERP system is paying close attention to data shared by customers for nurturing the same target group. Incentivizing customers on their special days or milestones is a surefire way to improve brand worth, and AP Jewellers from Prantij, a town about 55 kilometres from Ahmedabad, has been doing that after the pandemic.

The brand functions in a close-knit town and sends out invitations to families with the news of childbirth. “At our location, we have a practice where we cater to individual discount demands. On special occasions such as Mother’s Day, we invite customers to join us for a three-hour celebration at our store, where they can enjoy festivities and entertainment,” said Hiren Soni, proprietor, AP Jewellers. He added that this comes as a surprise to customers, relatives of whom have frequented the store before and have shared details.

This practice started even before, with sales staff noting down the birthdays and other important events in their customer’s lives. The brand has recently resorted to messages before calls for occasions such as Mother’s Day.

This year, the brand has invited young mothers, with special assistance from a group of doctors regarding childbirth, child care, and self-care. This activity on May 12 will last for about 5-7 hours inside the showroom, giving the customers important healthcare tips to better cherish their motherhood.

The collaboration with these doctors dates back to 2016, when Soni and his family took an active part in a non-governmental organisation involved in charitable activities including eye donation and providing education to needy children. As customers appreciate the stronger connection on their special days, the brand has witnessed a 10-15% increase in daily sales year on year, especially after the pandemic.

Retail Jeweller India Exclusive